Who is feeding embeddedness in farmers' markets? A cluster study of farmers' markets in Gipuzkoa

The embeddedness between producers and consumers has been one of the factors that have ensured the survival of fanners' markets (FM) as one of the main Short Food Supply Chains (SFSC) for agricultural producers. Although changes in the agri-food system in recent decades significantly reduced their position in the supply chain, farmers' markets have recently regained their appeal as a marketing channel within Alternative Food Networks (AFN). These networks value "buy local" and/or food "quality" as variables that help to build a relationship of mutual trust. The main aim of this research is to analyze the factors that encourage this relationship between producers and consumers involved in local markets. For this, an assessment of the social dimension of ten FMs in the province of Gipuzkoa (Basque Country, Spain) is carried out. Through a Cluster Analysis, we study what motivations producers and consumers have for attending markets, and how these motivations influence the way in which they participate in FMs. The results of the research show how this explanatory factor of embeddedness depends on certain personal characteristics that define the way in which producers and consumers participate in FMs. In addition, the conclusions highlight the need to develop governance models in these marketing channels in order to ensure the legitimacy and viability of these initiatives. This implies setting challenges for managers and policymakers, as well as looking at future lines of research linked to the role of markets in AFNs.